베트남 기타 무알코올 음료 insights

The Japanese have shaped the tea ceremony into an art of living. Many life philosophies are conveyed through the act of enjoying a cup of tea. As for coffee, Vietnam is the world's coffee superpower, with leading robusta coffee exports and a centuries-old cultural history of coffee enjoyment. However, the value of Vietnamese coffee remains in the low segment, primarily exported in raw form. Trung Nguyên Legend aspires to elevate the Vietnamese coffee industry to new heights, enhancing the value of coffee not just as a common beverage but as a cultural, artistic, spiritual, and even philosophical coffee, worthy of its status as a coffee superpower. Therefore, the group has dedicated years to researching coffee history, culture, and art across all aspects of life to transform coffee into "philosophical coffee." Throughout Trung Nguyên Legend's journey of innovation and development, the spirit of dedication to the community has always been at its core, with numerous action programs ...

According to statistics from Vietnam's Ministry of Agriculture and Rural Development, coffee exports in the first eight months of 2025 reached 1.2 million tons, with an export value of approximately 6.42 billion USD. Compared to the same period in 2024, the export volume increased by 8.7%, while the export value surged by 59.1%. With this achievement, Vietnamese coffee not only far exceeded the 5.6 billion USD record set in the entire 2024 year, but also is expected to break the 8 billion USD mark in the 2024-2025 planting season, reaching a historic high. Dang Duc Minh, Chairman of the Buon Me Thuot Coffee Association of Vietnam, stated that this is a successful year for Vietnam's coffee industry. The success is not only due to high prices but also because the industry has focused on improving quality, specifically by developing specialty coffee, obtaining sustainable certifications, and meeting international standards. In the first eight months of 2025, the average export price of Vietnamese coffee was approximately 55,800 billion VND per ton, a year-on-year increase of 46.4%. Not only did the average price rise, but major markets also recorded strong growth. Germany, Italy, and Spain are the top three consumer countries of Vietnamese coffee, with market shares of 14.5%, 7.5%, and 7.4%, respectively. Compared to the same period last year, Vietnam's coffee exports to Germany doubled, to Italy increased by 51.5%, and to Spain increased by 60.8%. Notably, exports to Mexico surged to 91.2 times the previous year, while exports to China, although relatively slower, still reached 11.7%. In addition to the increase in export volume, the Vietnamese coffee industry has also intensified its efforts in deep processing, promoting the production of specialty coffee, and continuously expanding into high-end markets such as the European Union, the United States, Japan, South Korea, and China. This is due to a series of measures, including increased investment in technology, improved supply chain transparency, development of traceability systems, and taking full advantage of the benefits of free trade agreements such as EVFTA, UKVFTA, and CPTPP. From a national management perspective, Nguyen Quoc Men, Deputy Director of the Department of Crop Production and Plant Protection, pointed out that over the past two years, Vietnam's coffee industry has achieved a leap in development. Currently, the export value has exceeded 6.4 billion USD in 2024 and is expected to continue growing in the last few months of this year. Deputy Director Nguyen Quoc Men stated that currently, the area of coffee cultivation in Vietnam is about 732,000 hectares, with a national average yield of about 2.9 tons per hectare, and advanced planting models can reach up to 5 tons per hectare. If reasonable support policies are introduced and technology is effectively applied, the Vietnamese coffee industry can unlock huge potential. In the context of increasingly stringent global environmental standards, the Vietnamese coffee industry is facing significant pressure from regulations such as the European Union's Deforestation Regulation (EUDR). However, many experts believe that this is an opportunity to transition from large-scale production to a green, sustainable development model. This will not only help maintain export markets but also open up new paths closely linked to the circular economy model, local cultural development, and climate change response.

In the first half of 2025, Japan imported 190,700 tons of coffee, with an import value of nearly 1.26 billion U.S. dollars. Vietnam is the second-largest coffee supplier to the Japanese market, with an export volume of 52,900 tons, a year-on-year decrease of 19.0%; the export value was 305.3 million U.S. dollars, a year-on-year increase of 35.6%. In the context of significant fluctuations in the global coffee market, Japan remains one of the largest and most stable coffee-consuming countries in Asia. Although there has been no breakthrough growth in consumption, the market is undergoing a transformation in consumer behavior and product strategies of major brands. According to the Vietnam Trade Promotion Agency, the total revenue of Japan's coffee industry in 2024 was approximately 5.43 billion U.S. dollars, and it is expected to increase to 5.66 billion U.S. dollars by 2033, with an annual average growth rate of 0.47% from 2025 to 2033. Among these, the instant coffee segment holds an important position in revenue, with an expected revenue of 3.87 billion U.S. dollars in 2025, increasing to 4.56 billion U.S. dollars by 2030, with an annual average growth rate of 3.32%. To promote the growth of Vietnam's coffee exports to Japan, Vietnamese enterprises need to focus on improving product quality, especially strictly controlling pesticide residues to meet Japanese standards. Products should have clear traceability information, prioritize the development of specialty coffee and organic coffee, and obtain authoritative certifications such as JAS and HACCP. Enterprises should also actively connect with import partners, participate in exhibitions, and fully utilize the tariff preferences brought by free trade agreements such as the Vietnam-Japan Economic Partnership Agreement (VJEPA) and the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP).